ITV hires 'Big Brother' creative director

ITV has reportedly hired Sharon Powers, the longest-serving creative director on Big Brother, as an executive producer on Loose Women.

For the past six years, Powers has handled the creative development of Big Brother for its producer Endemol UK. The programme is currently in its 11th and final series on Channel 4.

According to The Guardian, she will replace Karl Newton on Loose Women from September after he recently transferred over to become an executive producer on The Morning.

ITV has also appointed Mike Jarvis, executive producer of Cash In The Attic maker Leopard Films, as a development executive at ITV Daytime.

Speaking about the hirings, ITV Daytime and Lifestyle creative director Fiona Keenghan said: "Securing the creative talents of Sharon Powers and Miles Jarvis is a real coup for Loose Women and ITV Daytime.

"I look forward to working closely with them both as we continue to develop the success of our daytime brands at this incredibly exciting time for ITV."